How does marketing actually work? What is the key to great advertising and how can we avoid the most common mistakes? We discuss this and much more with Erik Modig, author, speaker, entrepreneur, and professor at Stockholm School of Economics. (0:00) Introduction (0:48) Customers don’t care care (4:02) Marketing metrics (6:44) Explain the benefit in 3-5 words (9:52) Impressions are not created equal (15:25) Small vs big brands (16:38) Effective messaging (18:57) How to create great ad campaigns (22:29) Frequency and consistency (23:40) Understanding how customers think and buy (28:57) Why more data doesn’t solve your problems (33:20) Efficiency vs effectiveness (35:33) Finding the right channels (38:23) Ad budgets and other lessons for Nordic brands Learn more: https://generogrowth.com/ https://www.linkedin.com/in/emodig/ https://www.marketinglevels.com/